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Academy Award-winning actress Halle Berry announced today (October 23) that she is launching the iconic French lingerie brand, Scandale Paris, in select Target stores and on Target.com on October 27.
Scandale, founded in 1932, was recently rediscovered by Ms. Berry, who was so taken by the brand and its possibilities that she decided to partner along with Erik Ryd, owner of Hop Lun (HK) Ltd., to introduce the timeless and chic lingerie brand to female consumers globally.
Born of elegant, timeless European beauty, the Scandale brand has an 80-year heritage of French sophistication in lingerie, blending Parisian-inspired fashion with the construction of impeccable form and support that all women desire.
As the co-owner and curator for the brand, this new business venture for Ms. Berry embodies her love of European culture and fashion and is the inspiration for Scandale Paris' unique blend of comfort and form. The collection is designed to uniquely celebrate the many roles women play - mother, wife, partner, boss, and entrepreneur - as well as the desire to feel her best self and to always make that a priority.
"I fell in love with Scandale while I was in Paris, because the brand reminded me of the city itself - beautiful and inspiring," said Ms. Berry. "I am excited for the US debut to be at Target and to launch the brand globally in 2015. I look forward to giving more women the chance to enjoy what European women have come to love for more than eight decades."
"Target's known for creating a sense of discovery, filled with exceptional products and unbeatable prices," said Kathee Tesija, chief merchandising and supply chain officer, Target. "Halle has an amazing eye for style, and by partnering with her on the launch of Scandale Paris, we're able to offer our guests a line of intimates we think they'll love - the ultimate blend of luxury and functionality - at a value only Target can deliver."
The first collection of Scandale Paris will feature 10 items including bras for $16 and $18, and panties for $7.
MStars News had the pleasure of attending the launch party at Laduree Soho in New York this morning.
At the event, Berry shared that the French woman served as an inspiration for the partnership. "French women are always prepared. If they have to be taken to the emergency room and have their clothes cut off, their underwear will look fabulous."
The actress then explained how lingerie can give a woman power. "Anytime you put something on that makes you feel great, energy emanates from your body. You walk a little differently, you have a certain confidence."
She also mentioned her favorite piece of lingerie is a bra and pointed out she was wearing the sparkly black, Illusion Demi bra from the collection. "A good bra is everything. My mother taught me when I was very young to always wear a bra, even to bed. She would say, 'If you don't want your boobs to drop to your knees, wear a bra,'" Berry said with laughter.
Halle was then asked when she feels sexiest. "Sexy is a state of mind. I have felt sexy in workout clothes; at 9 months pregnant; I feel sexy right now in my Louboutin heels, killing it."
Well we definitely can't wait to get our hands on Scandale Paris lingerie when it hits Target stores on Monday!
To download the Scandale Paris lookbook, please click here. For continued product updates, please follow @ScandaleParis on Twitter, Facebook, Instagram, and Pinterest.
View photos from the event below!
A photo posted by Elena Lopez (@elena1680) on Oct 10, 2014 at 7:15am PDT
A photo posted by Elena Lopez (@elena1680) on Oct 10, 2014 at 10:23am PDT
Halle Berry's lingerie event was everything!!
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